Content is king, and you know it. But what if we told you there are some ways to make it more effective? We all know the merit of native advertising, but what makes native truly great is a solid content marketing effort behind it. In this way, you can view native as a vessel through which marketers and publishers use sophisticated tools to get their content marketing out there, engaging with their audience on a deeper level.
According to professional marketers, native advertising works best when combined with content marketing.
When combining native ads with content marketing, you create a far more comprehensive approach to online marketing and reaching your target audience.
As you would expect, each of the two methods has its pros and cons—strengths and weaknesses. The amazing part about them is they compliment each other wonderfully.
- The biggest pro of using native ads is that they have a bigger reach and offer marketers growing brand exposure.
- The downside is they won’t be effective for prospects unfamiliar with the brand. This is a hit-and-miss strategy, on its own, in most cases.
- To reach better results with native ads, you need a rock-solid content marketing strategy. It is a fantastic way to grow customer loyalty and brand awareness, organically.
To help you get a better idea of what this process entails, we have a series of tips and tricks to help you use native advertising in tandem with content marketing. When done correctly, this combo will help you make the most of your marketing and advertising campaigns.
Tip #1: Set Clear Goals
To enjoy better results when mixing native ads with content marketing, marketers have to be strategic about their goals. This will help them increase their audience base, through content marketing first.
- Focus your strategy on mediums and methods that are more likely to bypass ad blockers: newsletters, social media ads, website content, blog content, guest blog posts, etc.
Tip #2: Design a Suitable Message for Your Desired Audience
After establishing your goals, you must define clearly your market and how you will engage better with it. Think of what type of message readers are likely to respond positively to. Also, ensure all your copy is error-free and grammatically accurate. For non-native writers and website owners, writing and editing tools online are amazing to make sure all your content and messages are suitable for your audience, but also correct. Consider the following, for the best outcomes.
- Grammarly – this may be the most detailed and accurate grammar tool out there. Just copy & paste the text you want to check for any grammar and spelling errors. You’ll also get a better look at any contextual mistakes.
- Hemingway Editor – this is a simpler editing tool, but it works wonderfully. You only have to copy and paste the content you write in the app, and you’ll be offered a series of suggestions that will make it easier to understand.
Establish your target audience clearly and try to create suitable and engaging content to appeal to it. Consumers are more likely to engage better with informational, resource-packed content. When it comes to creating a suitable message for your audience, Mari Fincher, head of the content marketing department at Studicus, says:
“Evaluate your target market’s likes, interests, and behaviour. Write information-packed copies, add images, graphics, and infographics. This will help you identify the type of content and ads they are likely to respond better to.”
Tip #3: Choose the Format for Both Native Ads and Content
We all use the internet for distinct purposes, in different ways. And so, all the content you create, including native ads, has to be tailored with this in mind. Different native ad formats can work in different ways, as described below.
- Search – although they are strongly liked to search engine marketing, these native ads are distinguishable from regular content through their small yellow tags. They can be mixed with success with a solid content marketing strategy, and they can be used for location-based targeting goals.
- Social – this is, obviously, one of the most successful and widely adopted native ad formats. Sponsored posts target the audience you prefer. For these ads, use trending topics and news as starting points for the content you create.
- In-feed – this is one of the most effective ways to mix different targeting strategies with high-quality, information-rich content. Because they are content-rich, these native ads can pass by as regular articles and online content. Once the ad is clicked to access the full-text version of the article, it takes the user to the brand’s landing pages or blog section. This grows traffic rates and customer engagement organically.
- Recommended content – this is another format you can choose to blend native ads with content marketing. Visitors can usually find recommended content at the bottom of the page. Once they click to read the full-text version, they land the brand’s pages or their blog section.
Tip #4: Create Your Content and Native Ads
To create effective, call-to-action content for your native ads, you must think about what the public is more likely to read, and how they will relate to the content you create. To mix a strong piece of written content with native ads, think of the following.
- Use video content and other forms of visual content.
- Keep it short. Short copies are more likely to help you engage with your audience faster and more effectively.
- Write content to address the reader directly. Second person works best. Maintain a friendly, conversational voice in your copies.
- Have a positive, humorous tone. Although this isn’t the best piece of advice in all cases, generally, a friendly and humorous tone will boost your target market’s mood. This is more likely to lead to a positive outcome.
Tip #5: Optimize Landing Pages
You notice how native ads will take the user to a landing page. Well, to make the most of your new marketing and advertising approach, you want to ensure your leads come to a highly functional and seamless page. The brand’s landing pages should be organized and designed in such a way to take the user closer to making a purchase.
Tip #6: Test How Well Your Campaign Performs
No matter how good you think your campaign performs, A/B testing is mandatory. To test the success of your native ads, check how well the following perform.
- Different types of content.
- The native ads’ placement on the host page.
- The headings.
- The images.
Of course, you will have to play a lot to figure out which type of content and native ad placement work best. But content marketing and native advertising, although effective, are not exact sciences. Play until you are pleased with the results.
Want more insights?
Join us at Native Advertising DAYS 2019 for industry insights from 500+ practitioners. Don’t wait, get your ticket TODAY!